MAM
Nitin joins Sony Pictures Networks India as vice president – creative director for SonyLIV Telugu
After three hits in a row at ETV Win, the content-programming veteran lands the top creative job at Sony Pictures Networks India
Nitin has jumped ship, and it is quite the jump. The Hyderabad-based content strategist has joined Sony Pictures Networks India as vice president, creative director, for SonyLIV Telugu, taking charge of both linear and non-linear channels with immediate effect.
The move caps a breathless three years at ETV Win, where Nitin served as head of content from March 2023, steering the platform from a standing start to three solid hits in a single year, one of which became one of India’s highest-subscribed original series nationally. Under his watch, ETV Win commissioned more than ten originals for 2025 alone, with a further 15-plus in the pipeline, taking the platform’s total slate past 25 originals in record time.
The numbers tell only half the story. Nitin also ran the platform’s acquisition strategy, picking up blockbusters ahead of release through what he called a “meticulous acquisition model” designed to guarantee handsome returns, while building a creative team from scratch and betting, correctly as it turned out, that “local is the new global.”
Announcing the move, Nitin struck an unmistakably filmi note. “With bigger aspirations, more positivity and relentless passion, I am embarking on a new innings,” he wrote, thanking Sony’s management for “entrusting me with such a noble responsibility.” Ever the storyteller, he signed off with a flourish: “Because, in the end, we’re all stories.”
It is a script Nitin knows well. Over eight years in film and media, he has worn almost every hat going: writer, ad filmmaker, documentary director, creative producer, executive manager and strategy maker, with stints at Infinitum Network Solutions and Arha Media & Broadcasting along the way, plus a spell as script supervisor and second assistant director on features for Sumanth Productions.
His break came even earlier, as a line producer at Annapurna College of Film and Media, where a grad film he worked on scooped a National Award for best film on national integrity, and where he cut his teeth producing for the Indian edition of The Amazing Race.
Sony now inherits a creative hand with a nose for both commerce and craft, someone equally at home haggling over acquisition metrics as ideating original slates. For SonyLIV Telugu, locked in a regional streaming battle where subscriber numbers move fast and loyalties move faster, that combination could not have arrived at a more opportune moment. The real test starts now: can Nitin turn a new innings at Sony into the kind of hit streak that made his name at ETV Win in the first place?
